If someone has a piece of your written marketing in front of them right now, will they feel inspired to take action? Will your marketing message compel them to call you, email you or visit you?

Written marketing

I am in the process of writing an article for my next marketing newsletter. It’s all about how to make your written marketing more powerful. Copy writing is one of the most overlooked areas of marketing within small and medium sized businesses. They will often invest thousands in a great website, an advertisement, a mailshot or a brochure – only to blow it all by writing their own, uninspiring copy.

A professionally written marketing letter, advertisement or website can out perform one written by a keen amateur by thousands of percent. I’m not talking marginal differences here. For example, this blog generates more enquiries in one day, than many sites with more traffic will get in a whole month.

Unfortunately, a lack of results is not usually enough to motivate a business owner to have their copy written professionally.

I spoke to a web designer recently, who designed a £17,000 website for a client. Unbelievably, the client was happy to spend all that money on a new website, but refused to pay for a professional copy writer! Three months later, his client has had four email enquiries via the site and not a single phone call. This, despite the fact they have very effective search engine optimisation (SEO) and get a lot of targeted visits each day. When my friend asked the site’s owner why she didn’t have her new site copy written by a professional, she told him; “the cost would probably be too high.”

Clearly, she can afford the cost of losing tens of thousands of pounds worth of new business though!

When I speak with business owners, who are getting poor results from their marketing, they always blame outside factors. They will blame the economy (even when times are great), the marketplace, the time of year etc.

It never crosses their mind that the reason they are going nowhere, is because their marketing is ineffective!

By the way, these are the same people, whose mailshot letters you throw in the paper bin and whose advertisements and websites you ignore. They honestly believe that YOU are the reason they are failing; not thinking for one moment that their pedestrian copy writing and amateur marketing might be to blame.

Inspirational marketing

We have to remember that our prospective clients are not idiots. Today’s consumer is better informed than ever before. They see ‘average’ marketing all day long; it just washes over them.

To motivate someone to become a client or customer, we need to capture their attention and then inspire them.

There’s a lot of information on this blog about things you can do, which will help you dramatically increase your sales results and profits. However, it’s ALSO really important to know some of the things you must avoid, if you want your business to succeed. That’s because some marketing mistakes can nullify all your hard work and actually set you and your business way, way back!

Common marketing mistakes 101

This post contains some of the most common and damaging mistakes I see people making with their marketing. I hope that through the comments section, you will share some of the common errors you see people making too! Here are a few, in no particular order, to get the process rolling:

1. Failing to differentiate their product or service

One of the hardest things to sell, is a product or service that looks to be ‘about the same’ as hundreds or thousands of alternatives. It’s hard to stand out and grab peoples imagination, when you seem to offer ‘just the same’ as a stack of other providers.

For example, the Internet is filled with people offering coaching or consulting services that look identical to each other. They offer a service that sounds the same, to the same potential clients, with the same kind of promises and THEN market it in the same kind of way as each other! The net result is that EVERY PENNY they spend on marketing is being cancelled out, by the thousands of other people who are doing the same things.

The problem here, is that some of these services are outstanding and others are rubbish! However, because they all seem so similar and promise the same results, it’s impossible for a prospective client to tell one from the other.

If you want to make sales all day long, break away from the pack and BE YOURSELF!

Develop your own unique voice and use it to show the VSP (Valuable Selling Proposition) you bring to the marketplace. If you can answer the following question, and then communicate it effectively in your marketing, your sales will sky-rocket immediately;

“What genuinely compelling reasons are there, for someone to become a client of mine; rather than one of my competitors?”

For example, I answer this question by offering a marketing service to small businesses; which gives them unlimited access to me for a whole year, for a small, single, capped fee! We have regular marketing meetings all the time, so my clients can plan ahead with total peace-of-mind; with me as their virtual Marketing Director and advisor. Also, if they get a problem or they just want to kick some ideas around, they can call me whenever they want.

YOUR answer to the above question must be non-generic. In other words, it’s not enough to promise great customer service or to promise to go the extra mile for your clients – everyone promises that – even those who don’t provide it! Your answer has to be something that makes it super-attractive to become one of your clients.

2. Relying on pedestrian copy writing to sell their services

Most smaller businesses tend to write their own marketing copy – and the results are often shockingly poor. For example, it’s not uncommon for a small business to pay a fortune for a great website, and then write the wording for that site themselves! As a result, they find that people who visit the site don’t fill in contact forms, click links, email them or call them.

That’s because pedestrian copy writing simply INFORMS people – without inspiring or motivating them to take action!

If you want to dramatically increase the number of sales or leads you get from your; website, blog, advertising, mail shots or email marketing – get your marketing written by a professional!

3. Focusing on the size of their network, rather than it’s value

You have seen them, the people who attend EVERY local networking event and eagerly thrust business cards into as many people’s hands as possible. They then ask the stranger; “So, tell me how I can help you” …. just like their 1980’s networking manual told them to!

OK – that’s one way to build a network.

Here’s another!

My former client, Susan, is a marketing consultant to small businesses. She decided to do as I suggested and stopped attending every networking event in town.

I got Susan to shift her focus from the typical ‘numbers game’ approach to networking – To focusing on quality and influence instead.

I got Susan a list of the 10 main accountancy practices (or CPA’s) in her region; who between them, look after around 35,000 local businesses. Susan then decided that these would be her ‘network’; as they had the potential to provide her with more high quality clients than she could ever need.

I suggested she attended some local lunchtime events sponsored by these people and to use the opportunity to set up meetings with the senior partners of each firm. After attending just three events, Susan had meetings booked with each of the people who would become her new network. She did her homework and focused on what she could do for them and their clients.

Six of the accountancy practices were just not interested. But she DID manage to form a great relationship with the other four practices and she now has a client-base full of top quality clients.

The bottom line: A network of 30 well-connected, influential people is vastly more commercially valuable and easier to manage, than a network with 300 contacts who lack influence or reach! As human beings we are obviously all of equal value, but in the marketplace, some people are massively more influential than others.

4. They don’t show everyone how brilliant they are!

The information most small businesses and entrepreneurs put on their websites, blogs and in their newsletters, is usually a watered-down version of what they are actually capable of. They fear that if they give too much away for free, people won’t pay them for ‘the good stuff’. This is a SERIOUS mistake!

Why?

Because if you don’t let people see how great you are until they become a client, how are they supposed to find out? If you only have a diluted version of your work available for free, that’s what people will associate you with. You have to let everyone see the value you are capable of providing. I know you are great, you know you are great – now let ‘them’ see how great you are!

I am not talking about giving it ALL away. I’m simply suggesting that you make sure that there is real, genuine value in what you decide to put ‘out there.’

OK – What are the most common marketing mistakes YOU come across?

Here’s your chance to share the most common marketing mistakes you see small businesses making. If you can offer a solution too – please do! I want to make this post as valuable as possible.

I have an interesting marketing question for you;
“if someone invented mailshots or ‘marketing letters’ today, would you or your business actually use them?”

Just imagine the sales pitch for a mailshot

“I’m Bob from the Post Office and I want to tell you all about this new invention – mailshots! You know how you can use email to get your marketing messages onto the desk of thousands of people, in minutes, for free? Well, mailshots are unreliable, take days to deliver, are expensive and massively labour intensive!”.

Mailshots are extremely expensive

My newsletter is written on my computer and then I press the send button – that’s it! The only real costs attached are the time it takes to write it, plus the cost of the emailing software; which was £200. To send that same newsletter out to my newsletter subscribers via a mailshot (at maximum bulk mailing discount) would cost me at least £4,000,000 or $8,000,000 a year!

Email marketing

I strongly suggest YOU consider using email to deliver YOUR marketing messages, rather than letters or ‘printed media’. In fact, I list email marketing as one of my essential “Top 10 Marketing Tips!”

You see, even if we forget the environmental impact of using all that paper and then sending it via road, rail and air – the time and money you will save is enormous.

Moreover, because email marketing is so effective, it has the power, when used correctly, to transform your sales results super-fast!

Email marketing & mailshots ‘head to head’

I know two small recruitment companies; one uses email marketing exclusively and the other uses mailshots. The company using mailshots can only send one mailing, to 1000 people each month – because of the cost attached to preparing and sending each mailshot is so great.

The company using emailmarketing sends a marketing mailing to their list of 5,000 people. So, they reach five times the number of potential clients! Also, they mail their list twice a month, because there’s no additional cost! By mailing that list every fourteen days, the list stays up-to-date too; further increasing its value! This means they reach five times as many people, twice as often AND it costs close to nothing!

Build your own email marketing database

The recruitment company using email marketing ONLY contact people who actually WANT to be contacted with information on their services. How can they be so sure? Because EVERYONE that they email has subscribed to them via a ‘sign-up box’ on their website – this is important. It means that 100% of the people they email to have a confirmed interest in their business.

It also means their email marketing list didn’t cost them anything! I recommend you always build your own email marketing list, you can read more about email marketing in my Top 10 Marketing Tips article.

If you own or run a small or medium sized business and you want to reach more people, faster and for a fraction of the cost – give email marketing a go!

I am going to show you how to use attraction marketing to attract leads and sales! Please do not confuse this with the so-called ‘law of attraction!’

In fact, if you use the ideas I am about to share with you, you will never have to chase; business, income, sales, clients or leads ever again.

The power of attraction on people

Have you ever noticed what happens when a beautiful woman or a handsome man walks into a bar? That’s right – people look at them. In fact, people will often walk over and offer them a drink or simply strike up a conversation with them. The reason we call these people ‘attractive’ is because they (literally) ‘attract’ the attention and interest of other people.

What does this have to do with you and your business?

The most effective businesses use the power of attraction in order to attract sales, clients, readers and customers! Just like the attractive person who walks into a room and gets everyone’s attention, these businesses gain the attention and interest of potential clients by being attractive.

If you decide to use attraction marketing, you can quickly sky-rocket your results without having to make cold calls or ‘sell’ anything to anyone. It’s a wonderful, zero-stress way to grow your business.

Attraction marketing in action

For example, I use the power of attraction for 100% of my marketing! People find my blog and my marketing newsletter ‘attractive’, so they forward them to their contacts, colleagues and friends – helping me attract more people. These new people then do the same etc, etc…

Without me spending a penny on ANY form of advertising, (pay-per-click, affiliates or anything else), there are now millions of people who know all about my ability to help them produce great sales results. So, when my readers decide they want someone to look after their marketing, they give me a call.

Clients should be attracted NOT pursued!

Most businesses get it the wrong way around. They choose to ‘pursue’ new clients and customers; unaware of just how much they are damaging their chances of success and their reputation. Even though people are not responding to their mail shots, email marketing or calls; they just keep on grinding away regardless.

Using attraction marketing in your business

Here’s an example, from one of the most competitive industries on the planet; the recruitment business. A client of mine used to call people and was often the 4th or 5th recruitment company to call that same person that same day! He knew something needed to change, and quickly, because it was getting harder and harder to reach potential clients.

I suggested he set up a simple, low-cost website, aimed at candidates (people looking for work). The website was then packed with hints, tips and ideas that were designed to help people find the perfect job. He then wrote to the top 100 HR people in his target market – Not asking for business, but asking if he could interview them for his new website.

Guess what?

Not only did he manage to meet with stacks of powerful decision makers, many of them went on to become clients! The interview was an attractive proposition, which attracted a great deal of interest. These powerful people actually CALLED HIM to arrange a time for their interview! It totally changed the way they positioned him and his company in their mind, compared to his competitors, who were hounding them for business in desperation.

A low cost website and the marketing power of attraction was all he needed, in order to achieve stunning sales results.

So, stop chasing new business

If people are not replying to your mail shots, marketing emails or returning your calls, they are telling you something. They are telling you that your offer or marketing is NOT attractive to them!

Like my example of the recruitment company earlier, you must find a way to market your services so that you become irresistible. You see, when you use the power of attraction to generate sales, you spend 100% of your time speaking with people who are:

Already interested in you and your services.

Already aware of the value you offer.

Ready to proceed.

Conclusion

No matter what industry or profession you are in, the power of attraction can slash your marketing costs, take the stress away from selling and transform the way your future clients think of you and your business.

When a company sends out a mailshot, it does so in order to generate enquiries or sales. Of course, in order for these marketing letters to work, they must first be opened and read! After all, you can have the strongest, most compelling and motivating marketing letter imaginable inside that envelope, but in order for it to generate business for you, the envelope must be opened.

Amazingly, although there’s stacks of information ‘out there’ about writing a marketing letter, there’s very little written about how to get someone to actually open the envelope (what some trendy marketing people call ‘the carrier’!)

Get your marketing letters in the right pile!

I was reminded of how poorly most companies deliver their mail shots earlier today, when the post arrived at my home. My wife Sharon divided the letters into two, unopened piles. I asked her what the piles represented and she said;

“The letters in the left pile are junk mail – the letters in the right hand pile are going to be opened”

Now, my wife has no marketing experience, yet she was able to spot junk mail without even opening the envelopes, with 100% accuracy!

Get YOUR marketing letters opened!

If you want to make sure your mailshot letters get opened, here are a few simple guidelines:

Make sure the name and address of the person you are writing to is displayed clearly.

Use ‘window envelopes’ with the name and address of the recipient printed onto the enclosed letter.

Don’t address letters to a job title or ‘the occupier.’

Be extremely careful about printing any kind of message on the envelope. If you really must have a message on the envelope, make sure it is written by a professional copy writer. If in doubt, leave it! Get the message even slightly wrong and you could find 100% of your letters remain unopened!

Don’t address the letter IN CAPITAL LETTERS.

Never, ever, ever use printed labels for the name and address. These tend to be mainly used for mass-mailings, so people tend NOT to open them.

Don’t use highly decorated envelopes unless you want people to know that there’s a sales pitch inside that letter.

Finally, here’s a quick marketing tip: Take a look at the mail you receive, which you instinctively think is either junk mail or a sales pitch. Ask yourself what it was that made you feel that way, before even opening the envelope. Then, make sure you avoid the same mistakes. Then, check out the letters that you DO OPEN and ask yourself, what it was that motivated you to open those particular letters.

The bottom line here, is that you need to make sure that recipients of YOUR mailings are not thinking negatively about what might be inside your envelopes!

Here’s a quick marketing tip for you, which will help you get a better response rate from all your written marketing. To increase the success of your mailshots, advertising, email marketing and the number of leads you get from your website:

Use as few words as you can to get your message across!

Two powerful reasons why, with written marketing, LESS is MORE:

ONE: By using as few words as possible, you remove all the dross and keep only the key points of your marketing message. This makes your message clearer, more focused and easier for the reader to understand.

TWO: Just like you, the people reading your marketing have NEVER been busier! When someone opens a marketing letter, or sees an advertisement, they do a quick scan of it. If it looks too long, many people will decide not to invest the time required to plough through it!Most of the marketing letters, email marketing and advertising I see is AT LEAST 50% too long!

When your written marketing becomes clearer, more focused AND more people actually read the whole message – you significantly increase its potential! This is a great way to leverage your results.